Sales Is Not a Dirty Word

Recently, I asked an audience of entrepreneurs, "Did you start your businesses to be in sales?" It wasn't a surprise when only two hands went up in an audience of more than 50. In fact, most were astounded to find that that a good portion of their business activities would be focused on selling.

When asked what they thought about salespeople, my audience said things like, "Sales means being pressured into buying something I don't want," and "Salespeople don't stop talking. They have their own agenda and don't care about mine." And it isn't just entrepreneurs who don't think highly of sales. It's a part of our culture. Go into any store, and you'll find a wide array of titles used to describe a salesperson--none of which use the word "sales."

I advise my clients that, unless they have a dedicated sales staff, a minimum of 50 percent of their business activities should be focused on sales. After they calm down--and understand that without making sales and bringing in revenue, they wouldn't be able to stay in business--they realize they have a negative perception of sales.

As a business owner, your first sales job is to change your own negative perception of salespeople. Then you can use the following five powerful tips to become a professional salesperson.

1. Start asking more questions instead of telling your prospects what you think they need. By asking probing questions, you'll find a real need. If there's no need or perceived value for a particular prospect, gracefully move on to the next one.
2. Listen to what your prospect is saying. Just as important, listen for what isn't being said. For example, is "I can't afford it" really a matter of affordability, or is there a hidden agenda? Your job as a professional salesperson is to uncover the real reason a person isn't buying from you.
3. Have a connection with what you're selling. Do you believe in your offer's value and have confidence in its ability to solve the customer's problem? If you don't believe in what you're selling, neither will anyone else.
4. Be a lifelong student of sales, honing your skills constantly. Learn all you can about sales skills, but be aware that your attitude toward sales is paramount. Do you fear rejection? Do you fear the phone? Has your confidence been trashed by a past client? What are you doing to overcome these fears?
5. Be conscious of your own buying behavior. Are you a data collector, price shopper or a "think it over" person? Whichever you are, you'll attract the same type of prospects to your business. Are you willing to change your own buying patterns and be more decisive in how you make purchases?

Remember to embrace selling as a necessary and complex profession. Some of the most highly paid people are in sales, and there's good reason for that. Selling is both an art and a science that'll bring you great satisfaction and wealth as you change your attitude about it.